WHIRLPOOL
Product Specification Solutions
Streamlining digital assets for trade partners
Challenge
Whirlpool Canada offers a large assortment of product SKUs among the brands under their umbrella (Whirlpool, Maytag, KitchenAid, and more) within all of the cooking and laundry major appliance categories they offer (refrigerators, ranges, washers, dryers, etc.). They are regularly adding new models and removing and/or updating current ones. This consistent product evolution is great for consumers looking for the best appliances on the market that meet their needs, but not easily identifying what features and benefits would best serve them leads to an ineffective online shopping experience.
This poses a constant challenge for appliance retailers to ensure product specifications are kept up-to-date for all SKUs in their inventory.
Challenge
Whirlpool Canada offers a large assortment of product SKUs among the brands under their umbrella (Whirlpool,
Maytag, KitchenAid, and more) within all of the cooking and laundry major appliance categories they offer (refrigerators, ranges, washers, dryers, etc.). They are regularly adding new models and removing and/or updating current ones. This consistent product evolution is great for consumers looking for the best appliances on the market that meet their needs, but not easily identifying what features and benefits would best serve them
leads to an ineffective online shopping experience. This poses a constant challenge for appliance retailers to ensure product specifications are kept up-to-date for all SKUs in their inventory.
Solution
Whirlpool partnered with Syndigo, the industry’s first active content engine, to streamline digital assets so trade partners could seamlessly access and display product information on their respective websites, in-turn, heightening the consumer shopping experience.
BTI was brought on board to support this major initiative by developing content strategies for each brand and product category. With over 600 different SKUs, and in both official languages, BTI took on the enormous task of identifying which key features to focus on per category, determining how to display each type of content, and how to represent each brand to speak to its own consumer profile.
BTI recommended select interactive tools to highlight product features in a variety of formats. We then sourced and compiled all required content, executed the data input, and provided quality assurance checkpoints throughout. Web graphics were created for key messaging of each brand and category, to visually complement the communications strategy.
Solution
With this idea in mind, BTI set out to create a campaign idea that would change the way people think about donating to a food bank. We wanted to challenge people to “Think Outside the Can”. With no media budget available, BTI focused on tactics that could be shared and marketed by the Eden team directly to potential individual and corporate donors. A direct mail flyer with a comparative infographic showcasing the advantages of monetary donations. A microsite showcasing the infographic with quick links to Eden’s donation and activation pages, where corporations could learn of great ways to get involved. Theme graphics were also provided for an email announcement, and a print ad was created to help drive traffic to the website.
Result
With BTI’s team of content strategists and designers, Whirlpool’s content was created with precise consistency, published and made available on the Syndigo platform for retailers to easily access. BTI worked collaboratively with Whirlpool’s Syndigo team which made the development and launch flawless.
Thanks to this project, today’s appliance retailers have access to the most up-to-date product specs, features and visuals available. The launch was so successful that Whirlpool extended their use with the Syndigo platform and built an in-house team dedicated to content maintenance and development.
Result
With BTI’s team of content strategists and designers, Whirlpool’s content was created with precise consistency,
published and made available on the Syndigo platform for retailers to easily access. BTI worked collaboratively
with Whilrpool’s Syndigo team which made the development and launch flawless. Thanks to this project, today’s
appliance retailers have access to the most up-to-date product specs, features and visuals available. The launch
was so successful that Whirlpool extended their use with the Syndigo platform and built an in-house team
dedicated to content maintenance and development.
